Rich Silverstein, co-chairman and partner of the award-winning advertising agency Goodby, Silverstein & Partners, may not shop much but recommends Mill Valley Beerworks for its "unusually prepared, never boring and amazing food" and Le Central, "a piece of real San Francisco."

Biking is a kind of meditation for Rich Silverstein, co-chairman and partner of the award-winning advertising agency Goodby, Silverstein & Partners - known for the "Got Milk?" commercials, among many others.

"Every good idea I've ever had has come to me on a bike," he says. "When you're constantly cycling, it frees your brain."

Silverstein has been riding his bicycle to work for more than 30 years, ever since co-founding GSP with Jeff Goodby in 1983. When Silverstein lived in Marin County, his commute included the Golden Gate Bridge: "I know every rivet, every bolt."

Having recently moved to San Francisco, his new morning routine includes a quick ride to see his beloved bridge. Time permitting, he rides across to Mount Tamalpais and Alpine Dam and takes in the Paradise Loop in Marin.

For his commute about the city, Silverstein sometimes rides his electric bicycle made by Specialized Bikes, which enables him to zip along faster than the cabs. Every morning he cleans his bicycle and drinks a cup of Peet's coffee - caffeine being "the drug of cyclists," he says.

Not one for traditional sports, he believes that "biking is the new golf." Aside from a chance meeting on the Golden Gate Bridge, you might run into him at On Cue Pilates on Sacramento Street, but that's about it: "I don't go to grocery stores, dry cleaners or florists," he says, "but occasionally you'll find me at Prada."

During his workweek, Silverstein finds solace in a roster of classic restaurants near his California Street offices. "I'm a creature of habit, I go to these restaurants each day of my workweek," he says. "Everyone knows me there, it's very comfortable."

He adds: "That's my life. And then I go home and see my wife and pet my cat."

RICH'S FAVORITE HANGOUTS

Tam Bikes, 357 Miller Ave., Mill Valley

"They respect their customers. I'm loyal and I think they appreciate that."

Mill Valley Beerworks, 173 Throckmorton Ave., Mill Valley "They have unusually prepared, never boring and amazing food. My wife and I think it's the best food in the Bay Area. Not sure this is a compliment, although I mean it to be, but it feels like you're in Brooklyn. Oh, forgot to say - try the beer."

Le Central, 453 Bush St., San Francisco "It's a piece of real San Francisco, you can feel the ghost of Herb Caen sitting next to you. Louis (Parnell) is the best waiter-actor and decent guy in the city. I don't order from the menu, but you'll have to. Louis made up a salad with chicken and blue cheese, and I have that. It's kind of our office executive cafeteria. They have butcher paper (tablecloths) and I draw with pens and all of the elements of liquids" - like his cappuccino.

Palio d'Asti, 640 Sacramento St., San Francisco "Palio d'Asti makes the best pizza in the city. The (pizzaiolo) at Palio is Donaldo Cruz. I ask for a margarita with artichokes, but you can't (it's not on the menu)."

Cotogna, 490 Pacific Ave., San Francisco "It's kind of what a real restaurant should be. You walk in, you feel the oven. On a Sunday night (for supper) it's a fixed menu. It's a family feeling, it feels warm and inviting. And Pacific is just a great street."

Kokkari Estiatorio, 200 Jackson St., San Francisco "Kokkari is consistently great. Who doesn't like Greek food? It all starts with a wonderful appetizer platter. You know how restaurants come and go? This restaurant is consistent."

On Cue Pilates, 2799 Sacramento St., San Francisco "Pilates is really good cross training. Kristina Campbell, one of the owners, has kept me interested for seven years and that's not easy - ask my wife. For me to have a personal trainer one day a week, it's gotta be someone I can have a rapport with. Kristina puts up with me and I put up with her."

Recchiuti Confections, 1 The Embarcadero, San Francisco "Caramels and salt replaces peanut butter and jelly. We get two boxes at a time and we go through them too fast. I accuse my wife of eating them all."

Prada, 201 Post St., San Francisco "I hate to shop, but the store director at Prada, Kenneth Harvey, makes it easy and makes me look better than I should. I'm in and out of Prada in less than 10 minutes. He's a good man, he has a great sense of humor. I like the balance between jeans and Converse sneakers everyday and the contrast of a nice shirt."